About the project
Global trends of consumers and tourists are demanding socially and environmentally responsible products, particularly in eco sensitive destinations such as Africa. In over saturated safari tourism markets throughout the continent, local brands and businesses are becoming more competitive to win market share.
A business with demonstrated policies and procedures, independently verified and audited by Internationally recognized certification schemes gives companies a competitive advantage while increasing their operational efficiencies, saving money and leaving a more positive impact on the communities and regions they operate in.
Goals
Providing guidance, support and best practices to African tourism companies to adapt and replicate a globally proven sustainable consumption products supply chain methodologies.
Increased implementation of best eco and socially r esponsible practices among African tour operators, accommodation providers and their suppliers. (i.e. accommodation, safari guides, activity providers)
Marketable sustainable tourism products, strengthening business and destination promotion between International buyers and African suppliers.
Positive Impacts
Addressing sustainability leads to the conservation of natural resources, protection of cultural heritage & community development. Sustainable certifications not only provide opportunities for brands who engage, market wide adoption rate in each region provides competitive destination marketing advantages.
Project Partners
Green Tour Kenya is a European Commission funded project under the Switch Africa Green Programme Phase II In collaboration with:
- European Centre for Eco Agro Tourism (ECEAT)
- Ecotourism Kenya (EK)
- Kenyan Association of Tour Operators (KATO)
- Association of British Travel Agents (ABTA)
- Centre for Sustainable Consumption and Production (CSCP)
The project officially concluded it’s life cycle in 2022.
Project details
Objectives
Overall objective: Promote sustainability in tourism: social responsible and sustainable products (less polluting / more resource efficient) and sustainable consumption (purchase of eco/responsible products and more sustainable lifestyles).
Specific objectives: Supporting Kenyan tourism companies to adapt and replicate proven SCP supply chain methodologies leading to
1) increased application of eco and social responsible practices among SME Tour operators and their suppliers and
2) Strengthened sustainable tourism supply chain, business and institutional cooperation between Europe and Africa, and within Africa.
3) Common tested supply chain models and instruments providing high replication potential.
Target groups
1. 250+ KATO tour operators, representing 90% of the market, will be targeted and supported in implementing ECP policies in their office operations and supply chains.
2. 800+ key suppliers (e.g. accommodations, driver guides, transport companies, excursion providers) of 100+ committed tour operators will be motivated and expected to comply with improved SCP environmental and social practices.
3. Tourism associations will be supported to help their 10.000+ SME members on implementing ECP.
Main activities
1. Upscaling Kenya tour operator standards; a CSR management / reporting system and toolbox; innovative carbon calculator; training package development; establish partnerships with Kenya associations; company and local coaches trainings; database with eco-certified suppliers.
2. Export Coaching Programme for 25+ to sustainability committed Kenyan tour operators, including training, coaching and market access activities.
3. Sector wide implementation of CSR standards by Kenyan tour operators; certification of tour operators.
4. Training and motivation of suppliers; integrated sector-wide sustainable suppliers approach. CSR assessment of 800+ suppliers.
5. Consumer market research; communication tools/message development; media campaign and awards programme; active matchmaking within the inter Africa and EU-Africa supply chain.
6. Policy trainings and briefs; develop national multi stakeholder strategy.
7. Dissemination and knowledge transfer to wider African region. EU – Africa meetings and events. Strengthening African co-operation network.
Estimated results
SMEs and business service providers are better equipped to promote and adopt SCP practices and seize green economy opportunities, through:
1. Kenya standards, trainings and tools supporting tour operators and their suppliers towards overall resource efficiency, reduced GHG emissions, poverty alleviation and CSR in the tourism value chains. Kenya tourism associations provide member support services / standards to “green” their members (supply chain).
2. 25+ Kenya tour operators have increased their business and export capacity and their turn-over and employment has increased.
3. SCP management and sustainable supply chain practices are integrated among 100+ Kenya tour operators (50% of the EU-Kenya trade).
4. 800+ Kenya suppliers (SME’s) have improved their SCP practices through supply chain approaches. 50+ additional suppliers eco certified.
5. Committed B2B buyers and B2C consumers led to a growing demand/ share of “green”/ certified products in the EU-Africa/ intra-Africa tourism trade; 5+ million holiday makers reached; “green” destination image for Kenya.
6. Public support policies developed. Local ownership and sustainability obtained through integrated market incentives.
7. African tour operator associations have adapted and implemented SCP policies. African Sustainable Tourism Alliance is strengthened.
Project Flyer
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